home
> case studies
> toshiba
Problem:
Toshiba had become successful in the portable PC industry through
superior product innovation and pricing. However, as the market
for PCs matured, it found that competition from Dell and other
manufacturers was causing the company to lose money in several
channel segments.
Core Strategies Assignment:
Determine which channel and customer segments were profitable
and which were not, and to create a successful go-to-market strategy
that maintained or increased market share.
Solution:
The Core Strategies team created a go-to-market P&L for every
segment of the market Toshiba addressed. We then analyzed which
competitors were focusing on each channel and segment, and whether
they were they were making money, developing a channel-based SWOT
analysis. The team recommended that Toshiba focus its efforts
on two segments... one for defensive reasons and one for business
expansion. It also recommended a channel conflict resolution strategy
for its direct-to-consumer business.
Results:
The Company implemented Core Strategies' recommendations and increased
its market share and profitability within the target segments.
|
